The publication reports that TONITE was formed with fellow UCLA student Kene Orijoke, and will operate as a “full service entertainment company, specializing in event hosting, real estate development, music management, and technology.”
“I’m ecstatic about what I envision this brand becoming in the next three to five years,” Justin Combs told VIBE. “It will be a lot more than just events but we want everything to stem off what people feel when they think of TONITE, so events were the most appropriate start point. We have a lot of things in motion that we can’t really speak on right now, but we’re excited to let them slowly unfold.”
It’s reported that TONITE will target the 21 to 28-year-old demographic.
“We’re starting off with events then plan on scaling off the experience we curate,” says Orijoke, who will run all business components and conceptualize growth strategies. “These events will be available primarily through invite. Each event will be unique, offering a different experience (theme), performance, and feel (venue) from the last.”
In addition, TONITE will have a charitable aspect rooted in its core values. “A percent of all quarter revenue will be reinvested into different philanthropies that progress lower socioeconomic communities through educational resources or drive awareness to breast cancer,” VIBE reports.
TONITE is scheduled to launch in February in Los Angeles. It’s reported that the organization hopes to expand operations into New York City following their first year of business.